One of the biggest challenges for newspapers, as a result of advent of electronic media is to divide the advertisers between the two and at the same time value for the advertisers. Since the readership of the newspapers is on the decline, there is apprehension in advertisers as well. However strategies can be developed to increase the display advertising in newspaper. One of the examples that can be given is of The Arizona Daily Star newspaper which targeted the local grocery insert for its newspaper. The leading groceries were provided space in the Wednesday edition. Over the period of time the Wednesday edition of the newspaper gained popularity and it became the most selling edition of the newspaper.
It is important to note that the advertising should complement the content. For example, Lawrence Journal World that focussed on the local advertisers and at the same time ensuring that the advertisers can associate with the news content, which was primarily related to sports.
Another strategy is to understand the demographics of the region of circulation and displaying advertisements accordingly. The example of ‘The Vancouver Sun’ newspaper is quite appropriate for this. The newspaper included news articles that leveraged the reputation and expanded its reach to local Chinese community. The increased circulation of the newspaper as a result of its growing popularity in the region advertisers also followed. The newspaper is earnings a lot from the advertisers. Further the newspaper aligned a few pages in the newspaper to the local community in different regions. This laid platform for the presence of the newspaper on internet as well.
Lastly the newspapers have developed special sections/ supplementary magazines along with the newspaper to provide different material to its readers. For example the Williamsport Sun Gazette, on every Monday dedicate full page to local veteran of World War II. Interviews, articles and stories in their own words have now become trademark. The advertisers have targeted to be part of such different initiatives of the newspapers. Further these supplements and special features have been used to organize book launch related to these articles and advertisers were part of this initiatives as well. Thus newspapers have to develop such innovative products that can promote advertisers to be associated with such programs.